Netflix has raised subscription prices in the U.S., with the increase applying across all its plans. The changes affect its standard, ad-supported, and premium tiers, marking a broad pricing update for the streaming service. The move marks the company’s first price adjustment since January last year.
What changed across each tier
Netflix ad-supported plan launched in November 2022 at $6.99 before rising to $7.99 in January 2025. This latest increase brings it to $8.99 per month.
The Standard plan increases from $17.99 to $19.99, while the Premium plan rises from $24.99 to $26.99. Extra member add-ons are also going up, with the ad-supported option moving from $5.99 to $6.99 and the ad-free option from $8.99 to $9.99. New subscribers will pay the updated prices immediately, while existing users will see the changes reflected in their next billing cycle.
Netflix said the price increase reflects ongoing investment in content and service improvements, while maintaining a range of subscription tiers.
Why the ad tier increase matters for advertisers
The $1 increase to the ad-supported plan widens the price gap between the cheapest tier ($8.99) and Standard ($19.99) to $11 per month, or $132 per year. That spread could accelerate a trend already underway: approximately 40% of active Netflix accounts now use ad-supported plans, up from 26% a year earlier. Netflix reported 190 million monthly active viewers on the ad tier as of late 2025, and subscriber migration from higher tiers to the ad plan would expand the ad-eligible audience further.
Netflix is targeting roughly $3 billion in ad revenue for 2026, double its $1.5 billion in 2025. The company recently expanded its targeting capabilities through partnerships with Amazon and Yahoo audience data, and has rolled out interactive video ads and its in-house Netflix Ads Suite.
How this compares to competitors
Netflix's price increases average roughly 11% across tiers. The ad-supported tier at $8.99 remains competitive with Disney+ with ads ($8.99), Peacock Premium ($7.99), and Max with ads ($9.99). With a $20 billion content budget planned for 2026 and expanded live sports programming, Netflix is using pricing alongside ad revenue growth to fund its content ambitions.
Recap
How much did Netflix raise its subscription prices in 2026?
Netflix raised its ad-supported plan from $7.99 to $8.99, Standard from $17.99 to $19.99, and Premium from $24.99 to $26.99, effective March 26 for new subscribers.
How does the Netflix ad tier price increase affect advertisers?
The price increase widens the gap between the ad tier and ad-free plans, potentially pushing more subscribers toward the ad-supported option and expanding Netflix's ad-eligible audience beyond 190 million monthly viewers.
Which countries are affected by the Netflix 2026 price increase?
The increases apply to the United States, with new subscribers paying updated rates immediately and existing members transitioning at their next billing cycle.
